How We Helped: Brad Meltzer
New York Times bestselling author and TV personality Brad Meltzer isn’t our typical client. You may know Brad from his series of children’s books, his thrillers, or his television shows Lost History and Decoded. Brad’s warmth and authenticity makes for a great personal brand and an all-around wonderful client. Naturally, we were excited to take on a new challenge and begin working with him!
Brad came to us with a few goals in mind. He wanted to build a system that would help him measure return on investment (ROI) on his marketing dollars — with his books being sold in so many different places both physically and online, it’s difficult for Brad on his own to compile all the numbers to tell what’s working and what’s not. Secondly, he wanted to expand his email list and promote his personal brand. Many people know of Brad from his TV appearances, but don’t realize he is also an author, especially of children’s books.
We ran Facebook and Instagram campaigns to promote two of his newest books: children’s book I Am Lucille Ball, and thriller The House of Secrets. Through testing different types of ads, we found that asking people to sign up for Brad’s email list earned a much higher return on investment than advertising the books themselves, so we focused our attention on growing Brad’s “Invisible Army” email list through targeted video and image ads.
Specifically, we ran teaser Facebook ads promoting I Am Lucille Ball, and ads promoting the recovery of the long-lost American flag from ground zero on 9/11; which also aired on Brad’s TV show, “Lost History”. We also worked with Brad to setup automated emails to greet new subscribers, and to make sure people on his email list got his exclusive news first. Together, these efforts helped get him more than 2,700 new leads at just over $1 per lead! While it can sometimes be difficult to promote a single person and their work, since Brad is essentially his own brand, our unique strategy helped Brad hone his author image, track key analytics, and grow his customer base.
Invite Change Media Group to your inbox! You’ll get our start-up series of emails, then one email a month of must-know info. No spam ever, unsubscribe any time.